Visit Florida has revealed it saw a 6% year-on-year increase in visitation in 2025 with 1.2 million UK travellers choosing the Sunshine State last year despite economic challenges and political uncertainty.
Speaking to TTG at Visit Florida’s annual Florida Huddle trade show in Orlando this week, Bryan Griffin, president and chief executive of the tourist board, denied any skepticism among UK travellers.
“I don’t think we have uncertainty,” he said, urging agents to “keep calm and carry on” because the state is a “consistent travel destination for everybody”.
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